[“Style” never means conspicuousness]
The fashion brand Burberry has a long
and rich history since it was founded in
1856. The main focus of the brand is a
high-end clientele considering them having a luxury status in the fashion industry,
which is represented in their pricing,
their quality of their garments and the
way that they communicate with their
audience.
The current creative director is Christopher Bailey, a popular British designer,
who reinvented the brand in the early
2000’s and made it trendy among a
younger audience again by changing the
designs and their brand communication.

Regarding the communication of Burberry their strongest tool is the British
heritage that is represented in each
campaign and forms part of the DNA
of the brand. To be explicit, Burberry
celebrates their British background with
every action they take, usually it plays a
part in their communication no matter if
it is the inspiration for a collection, the
invitation for the runway or the models
they choose to shoot their campaign; the
brand’s heritage is omnipresent.

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Inspiration
The marketing campaign is embracing the connection between the apparel and Pop Art, in
particular with the artist David Hockney who has been the major inspiration for Christopher
Bailey. The collection is working a lot of graphic prints in strong colors, resembling the style
of the artist.
Actually the campaign is going to focus exclusively on David Hockney and his artworks considering the huge impact that he had on this precise collection; for this reason the editorial
is going to be a mix of a story line out of his life and a reinterpretation of a mosaic technique
that he used in his artworks with polaroidâ&#x20AC;&#x2122;s.

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“A Bigger Splash”, David
Hockney, 1967

Self-portrait of David Hockney; showing main colors of the
collection.

Polaroid Camerawork,
David Hockney, 1984

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Target for Spring / Summer
2014
The audiences that this collection is
directed to are men between twenty-five and forty-five who are interested
in fashion and culture and appreciate
the high quality and design that Burberry provides their customers with.
Generally the target remains the same
as usual but it will try to also appeal to
younger men because of an engaging
promotion via social media and an
optimized version of the site for mobile devices in order to be accessible
around the clock and to make sure
people can use the site, especially because nowadays everyone is looking for

quick information thatâ&#x20AC;&#x2122;s easy to understand and goes straight to the point, no
one is wasting any time reading pages
over pages of content on their phone
or iPad; therefore our content will be
direct and with a visual emphasis.

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Objective of the
Campaign
In order for the campaign to be considered successful we hope for
Burberry to increase the number of visitors in the online shop, an
increase of Instagram hashtags, a great interaction with consumers
and re-shared content on social media.
We want to attract also younger consumers to buy and aspire
Burberry products but don`t risk to lose the loyal customers, which
is why we need to balance both the classic communication and
the approach of getting them on the hook.
Summed up this means a bigger visibility and engagement with
our customers and hopefully provide us with information about
what they think and like so that we can use and analyze this information for our advantage in future campaigns.

“

What an artist is trying to do for
people is bring them closer to
something, because of course art
is about sharing. You wouldn’t
be an artist unless you wanted to
share an experience, a thought.

”
David Hockney

Quick view on the
Collection

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Explanation of the Editorial
“Memories of an Inspiration”
Regarding the editorial, as mentioned earlier, it will focus on
the life of David Hockney; the story behind the shoot is that
he is alone in his studio, having a creative blockade and is
therefore to paint – the scene would be; him with a cigarette
in his mouth and an almost empty bottle of vodka on the
floor staring at the blank canvas but cannot find inspiration,
then he sits on a sofa and starts thinking of a summer he
passed in the USA.
There will be a change of lighting in the actual photo-shoot,
the scene in the studio will be gloomy and dark with the
corresponding colors and the scene in the USA will be dominated by bright and warm colors. There will be one shot that
features a man in the swimming pool and another one standing on the edge, seemingly talking to him, the special thing
about the picture will be the retouching, it will synthetize the
Polaroid method that Hockney is famous for.
Finally he will overcome his creative blockade and draw his
famous painting “A Bigger Splash”.

LOCATION
The editorial is going to take place in two different locations; in order for the viewer to understand that it is a memory of the protagonist the lighting is going to be different
and the photo is going to be a bit blurry when on the other
hand in the studio will be a bit cold with a hint of blue.

#WePopThePool

Studio:

messy, vintage furniture, old
food lying around (Pizza and
Chinese take-out boxes, Coca
Cola cans etc), painting utensils
are lying around as well

#BurberryColorSplash

Pool:
These hashtag lines will be used in connection with the
location, considering that we will encourage customers to
upload photos of themselves jumping into a pool.

sunny, spacious, friend, happy,
clean

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Modelâ&#x20AC;&#x2122;s choice
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In the editorial we will only feature
one famous male model who is Clement Chabernaud, there will also be
one more male model but he will play
a minor role, this model will be Tony
Ward.
The motive to choose Chaubernaud is
because he is very versatile and resembles the artist to a certain extend.

Clement Chabernaud

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Tony Ward

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Bruno Dayan
The Photographer
Bruno Dayan is a photographer that works a lot with retouching in terms
of the light effects, which is why I believe that he is a great choice for this
project. First I got to know his work through â&#x20AC;&#x153;Magazine Antidoteâ&#x20AC;? and then I
got more interested in his photography.
The good thing about his style is that he can do both, be really romantic
and fantasy-like but also realistic images.

Contrasts - Shadowa - Light Effects - Orange shimmer

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â&#x20AC;&#x153;Fashion is
architecture: it
is a matter of
proportions.â&#x20AC;?

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Steven Pan
The Photographer
For the LOOKBOOK I chose this photographer because
his style is more simple.
He usually works with strong contrasts between the light
and shadow, which is nice. And his way of photographing
is rather minimalistic than changing the whole image with
Photoshop.

-dirty chicIt is a big openspace, full with
trash and used canvas and brushes.
Colour is on the floor.

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Whole look: Burberry
Bracelet: HermĂ¨s
Shoes: Prada

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Reference to this
Hockney paintings

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[The moment you
cheat for the sake
of beauty, you
know youâ&#x20AC;&#x2122;re an
artist.]
David Hockney

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L O O K
BURBERRY

SPRING

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B O O K
SUMMER

2014

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The lookbook is going to be shot in the studio which is also
used for the editorial in order to keep the same feeling thoughout the whole collection.
The location is very simple and the photos will be shot in front
of the wall having painting utencils in sight; on the floor will
be several buckets of colour that are already used, as well as
brushes and next to the model will be a chair.
The posing will be natural and not over the top, the model
should behave casual and authentic.
For the accessories, they will be shot in the same location but
scarfes will be hung from a ladder, and the bags will be positioned on the chair that also is going to be in the shoot of the
whole outfits.
Next to each image of an outfit will be smaller images of the
accessories that are features in the outfit; including information
that is important for professionals like the material, colours,
price, size disponibility etc.
Physical version: Hard cover in creme color that cretes a reference to a blank canvas, the text written on cover will be in
white vinyl. One look + the accessories used per page; Advising
for possible alternative combinations for retail and press.

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The Miniwebsite

To support the engagement with the customers
Burberry will launch a special minisite that is created
only for this purpose; there will be content available
giving background information like an interview with
Christopher Bailey what was his inspiration?
There will be links to Instagram and a campaign
called “#WePopThePool” or “#BurberryColourSplash” referencing to the inspiration of the collection and one of the most famous paintings of David
Hockney.

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Links to website and ISSU

http://burberry14.wordpress.com
Available on ISSUU under: http://issuu.com/silaswagner/docs/silas_wagner_computer_tools_2_burbe_10e6e03e66fea9

Additional Comment
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Please note that I would have liked to printed this project with a hard
cover, including a cutout, matte thick paper and having some vinyl print
details on the pages: 13,14 and the spread 36-37; unfortunately I was
not able to do this because the prices were to high for my budget; anyway I hope you enjoy reading his project.